Use Cases: New Business Development

Build a Cold Outreach Pitch Using Live Data

Use this workflow when you want to approach a prospective brand with a data-led pitch — leading with a specific, observable gap rather than a generic capability claim.

Steps:

1. Open Brand Snapshot and filter to the prospect brand — review their search visibility trend, share of sales, top organic keywords, and sponsored activity. You're looking for a specific, nameable gap: a decline in organic visibility, a category where competitors are significantly outperforming them on search, or a keyword set they should be winning on but aren't.
2. Identify the sharpest, most specific gap or opportunity — the best cold outreach hooks are precise. "Your brand ranks on page 2 for [top category keyword] while your two biggest competitors hold ATF placements" is more compelling than "your search performance has room for improvement." Use the data to find that specific angle.
3. Cross-reference with Brand KPIs & Benchmarks — review the brand's percentile rankings on sponsored activity relative to their organic performance. A brand in a strong organic percentile but weak sponsored percentile is a clear under-investor in paid — a natural agency value proposition.
4. Build the outreach message around one data point — pick the single most compelling insight and lead with it. A cold email that opens with a real observation about their specific brand lands significantly better than one that describes general capabilities.

What you'll know when you're done: A specific, data-backed observation about the prospect's brand that can anchor an outreach email, LinkedIn message, or introductory call — giving you a credible reason to start the conversation.

Create a "State of the Category" Pitch Deck for a Prospect

Use this workflow when you're preparing a pitch, RFI response, or first meeting and need to demonstrate category expertise through data — not just credentials.

Steps:

1. Open Category Snapshot and filter to the prospect's category — capture the brand share breakdown, the top organic and sponsored keywords, and the paid vs. organic split among category leaders. This becomes the category overview section of your deck: who the players are and how they're competing.
2. Open Competitive Brand Comparison for the same category — this gives you a side-by-side view of the prospect brand against their key competitors across search visibility, sponsorship activity, and keyword presence. Highlight where the prospect is under-indexed relative to direct competitors.
3. Frame the findings around the prospect's position — a pitch deck that shows where the prospect sits relative to category leaders, where competitors are investing that they're not, and what the search opportunity looks like if they close the gap is a meaningful demonstration of category knowledge and agency value.

What you'll know when you're done: A data-backed category overview that positions your team as experts in the prospect's space before a contract is signed — the most effective category intelligence use of the platform in a new business context.

Size the Search Opportunity in a New Category

Use this workflow when you need to quantify what's at stake for a prospect — expressing the category's total search demand and how much of it the prospect is currently capturing.

Steps:

1. Open Category Snapshot for the prospect's category — note total search visibility in the category and the prospect brand's share of it. This establishes the denominator: how large is the search universe they're competing in, and where do they sit today?
2. Open Keyword Trends and filter to the top category keywords — review total search volume for the highest-volume terms and how that demand has trended over the past 52 weeks. Growing search volume in a category makes the opportunity story more compelling; stable or declining volume requires a different framing (share shift rather than growth).
3. Open Search Visibility Tracker for the category — this shows you how search visibility is distributed across brands and whether the prospect has been gaining or losing ground. A prospect losing ground in a growing category is your clearest pitch scenario.
4. Express the gap in concrete terms — the pitch-ready output is something like: "Category search demand has grown X% year-over-year. Your brand currently captures Y% of that visibility. The top two competitors capture Z%. Closing half that gap represents a significant incremental traffic opportunity."

What you'll know when you're done: A quantified, category-specific opportunity statement — the data backbone for any new business pitch or RFP response.